Taking a step back before making a leap forward
To start with, UiTPAS had two digital products at their disposal; a website that provided an overview of events and cultural activities in the local area and a mobile application. However, the primary challenge at the project's outset was determining how the mobile app could add value without duplicating the website's content. This was the first question we tackled by guiding UiTPAS through our strategy track to find an answer. Using various workshops and user interviews, we gained insights into how the audience used UiTPAS's digital products and how they interacted with them.
For instance, we discovered that some cardholders didn't use the product, that UiTPAS points weren't always exchanged for benefits, and that some users only collected points using their cards and didn't use digital channels. We interviewed various stakeholders - from local governments to cultural centers - to identify their issues with existing tools and explore their overall requirements for the upcoming digital product.
Exploring possibilities together
In our think phase, icapps needed to get to know the playing field of UiTPAS. By doing market research, we clearly understood the value proposition for organizers and participants. Another crucial - yet fun - part of our research was investigating what other digital loyalty reward systems exist, like JOYN or Starbucks, and what makes them so desirable. All these insights we gathered in our blueprint workshop, where we distilled Publiq’s vision in concrete user flows and first raw sketches.
This was used as the briefing document from our strategists to our design team. They made an absolute bomb design on what the dream app would look like at the end of the road. All this input led to a concrete slide deck, which helped the UiTPAS-team to rally the troops behind the idea.
Aiming for the sky, starting with the basics
When creating a new digital product, we encourage our customers to think big and explore multiple possibilities with an open mind. It's important to consider every option and incorporate them all into the blueprint of your future dream application. UiTPAS started this journey with us, seeking to improve the digital experience for its users. We conducted stakeholder interviews to identify their wants and needs for a digital product and uncover the existing system's weak spots.
This approach allowed us to understand better the features that needed to be included in the new product and what would have added value to them. We defined what the nice-to-haves and the must-haves are in this project. We developed a comprehensive roadmap that outlines the project's trajectory towards UiTPAS's ultimate goal: their dream application. The roadmap breaks down the project into manageable steps, starting with the basics and gradually building upon them.
The follow-up story to this project
The end goal of UiTPAS is to make its advantages and discounts more visible to its cardholders. Since they noticed that a lot of cardholders weren’t exchanging their points for rewards, they needed to find a way to make UiTPAS more accessible. Introducing features like notifications when you enter an activity or museum where you can collect points, making a family account that gives access to the points of your entire family, and making it both collect and exchange these points more easily. And this is only the tip of the iceberg.
UiTPAS now has numerous ideas and options to create an exceptional experience. We guide them toward their journey one step at a time.
A mobile application was (re)born
After determining a set of features for the MVP version, we built a React Native application that is being distributed to both iOS and Android. It integrates with the user’s UiTPAS account and offers the possibility to scan a QR code and earn points.
Since we started with UiTPAS in a strategy track, we were able to really figure out the core features and functionalities. We set up a roadmap, defined priorities, and set out the scope for the project. The project went smoothly and agile. With their community-driven spirit, they made the reflex to align with their most important stakeholders. After successfully launching the first MVP, we keep on guiding them step by step through further development, helping them aim for the sky with their digital product.